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Times are changing, business people tend to limit travel, marketing budgets are often decreasing and/or shifting from traditional marketing tactics as events, Web, Printed and TV ads, to new marketing tactics as Digital Marketing, Mobile Advertising, Virtual events, and Social Media, however in my view nothing can be more effective than a Face-to-Face contact, a real Live demonstration, an executive on site meeting to promote brand recognition, raise products awareness, generate leads and revenue and I do believe events still need to be part of an effective integrated marketing mix.

An Event is an expensive tactic and a lot of work but nothing can replace personal interaction and a high quality public exposure.

Based on my experience at leading and managing many events all over the world, conferences, trade shows, road-shows, customers meetings, users or partners conferences, experiential events, Press and Analysts briefings, Fundraising events etc, I thought I would share a few tips to improve branding, generate more leads, optimize results and increase Return On Marketing Investment (ROMI).

Strategy & Planning

1- Document a detailed business plan, including Goals, objectives, tactics, metrics and get executive management approval, sponsorship and support,

20- Have very skilled and engaging hosts at a reception desk to help guide and inform visitors

21- Leverage Social Media to raise awareness and drive audience to the booth or speaking sessions, i.e tweet and blog live from the event,

22- Create the Buzz,

23- Leverage Press and Media presence,

24- Enter every contact and lead in the lead generation system (wireless badge scanners, business cards scanners, manual forms etc) with as much detailed information as possible to help the lead response team.

After the event

25- Send a thank you email to all contacts, with an opt-out option to be included in your database and receive follow up emails,

26- Enter all contacts who have opted-in (or did not opted-out) in your database for future communications, newsletters, campaigns, events, eNurtering tactics,

27- Send a series of emails with relevant information following the event and engaging contacts to take actions,